The Big 5-0: Brands Geared Up for SNL’s Landmark Celebration

If you’ve been on social media or watched anything on streaming in the last few months, it’s no secret that this year is Saturday Night Live’s 50th Anniversary - and with the big birthday comes big collaborations for big brands.

Take for example, their partnership with Volkswagen - woven seamlessly with nostalgia. Featuring Kristen Wiig, Bill Hader, and Fred Armisen, SNL revived their notorious “Californians” sketch that featured Fred Armisen pulling up to the Pacific coast in his new 2025 VW ID Buzz electric bus, playing off of undeniably hilarious Californian stereotypes. The ad masterfully highlighted not only the classic sketch, but importantly for the brand, highlighted the features and capabilities of the new VW bus - a symbiotic relationship marketing teams dream of.

Primed with the “Three Jennifer Coolidges” Maybelline sketch from October featuring Ariana Grande, Chloe Fineman, and Dana Carvey - which was a parody commercial - SNL and the cosmetics giant’s partnership was on full tilt leading up to the Anniversary. With social media and TV ads featuring Cecily Strong and Vanessa Bayer, along with Maybelline announcing it was the official makeup sponsor of SNL’s 50th season. The brand’s collaboration with the historic comedy show was to honor the storied cast along with emphasizing the undeniable connection between comedy pop culture and Maybelline’s storied brand.

Brands! Take note - the ability to pair up with a cultural cornerstone - particularly revolving around an anniversary - allows for a chance to maximize an emotional connection with your audience - which of course, is always good for sales. Give it a shot.